Presented By:
Yash Dave M.B.A. (RM) Sem-3
Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
In Terms of Culture, Do You Consider This Product to Be a Good Morning Beverage? Why or Why Not?
Many Will Say NO Due to Lack of Nutritional Value and Competing Products (Coffee).
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation
The learning of ones own culture
Acculturation
The learning of a new or foreign culture
Discussion Questions
How do U.S. marketers target consumers who have moved to the U.S. and are new to the U.S. culture? How do U.S. marketers target consumers who live outside the U.S. and are adopting parts of the U.S. culture?
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Without a common language ,shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use known symbols for associations
Chapter Eleven Slide 13
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture
A ritual is a type of symbolic activity consisting of a series of steps Rituals extend over the human life cycle Marketers realize that rituals often involve products (artifacts)
Discussion Questions
What are some rituals (religious, educational, social) that you have experienced? What artifacts or products were part of that ritual? How did marketers influence the choice of these artifacts?
Wedding
White gown (something old, something new, something borrowed, something blue)
U.S. Savings Bond, silver baby spoon Card, present, cake with candles Catered party, card and gift, display of photos of the couples life together Pen, U.S. Savings Bond, card, wristwatch Candy, card, flowers Champagne, party, fancy dress
Birth of child Birthday 50th Wedding anniversary Graduation Valentines Day New Years Eve
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of Culture To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society Culture is transferred through family, schools, houses of worship, and media Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 19
Culture is Dynamic
Evolves because it fills needs Certain factors change culture
Technology Population shifts Resource shortages Wars Changing values Customs from other countries
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 21
Content Analysis
A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society.
Consumer Fieldwork
Field Observation
Natural setting Subject unaware Focus on observation of behavior
Participant Observation
A self-administered inventory consisting of eighteen terminal values (i.e., personal goals) and eighteen instrumental values (i.e., ways of reaching personal goals)
A value measurement instrument that asks consumers to identify their two most important values from a ninevalue list that is based on the terminal values of the Rokeach Value Survey
Activity
Progress
Individualism
Freedom
Humanitarianism
Youthfulness
Discussion Questions
Have you observed changes in any of the core values over the past 4 years? Why did those changes occur? How have they affected marketers?
Thank You
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